Customer Advocacy - Winning & Expanding

Working with customers has always been one of my favorite parts of product marketing — they’re our strongest advocates and often understand the product more deeply than anyone else. Over the years, I’ve partnered with customers across well-known global brands to elevate their stories, earn their trust, and help them feel confident sharing their experiences publicly.

One of my most meaningful moments happened at the KMWorld event in D.C., where a late-stage prospect was still deciding between vendors. By connecting them with existing customers onsite — people willing to speak openly about their success — we were able to shift the momentum. They went on to sign a ~$200K deal, joined us for a public webinar, and even returned the following year to present live at the same event, citing our product as a core part of their strategy.

For me, the real win wasn’t the deal — it was the trust we built, and the advocacy that grew from it.